We helped McDonald’s flip more than burgers on International Women’s Day: the chain flipped its iconic golden glowing M arches to a welcoming W to convey that women manage the majority of its restaurants.

International Women’s Day, March 8, is a global day celebrating the social, economic, cultural and political achievements of women. Women manage the majority of McDonald’s restaurants. To get this point across, McDonald’s flipped its iconic M logo to a W for the occasion in support of female workers.

Our multimedia PR push honored McDonald’s women workers by sharing their personal stories and recognizing their contributions to the community, the brand and beyond.

Our Approach

Six out of 10 U.S. McDonald’s Managers are women.

McDonald’s recognizes the extraordinary contribution of women. From employees and franchisees, to suppliers and community partners, to their customers, they are inspired by female strength and leadership. At a hero location in Southern California, the one-day media spectacle included flipping every M in sight to a W to telegraph the brand’s commitment to women, and shared the inspirational story of the mother and daughters who own and operate the restaurant. To scale the program, the W logo materials were sent to 100 female-owned and operated U.S. McDonald’s.

Rogers & Cowan was tasked with on-the-ground media execution in the Southern California market and secured more than 110 media placements in prestigious outlets like USA Today, Reuters, CBS, ABC, NBC and arranged 20 on-site interviews for the owner/operators. Stories were overwhelmingly positive and drove awareness that six out of 10 U.S. McDonald’s managers are women.


We secured placements with overwhelmingly positive sentiment.


Media Placements


On-site interviews for the mother and
daughters owner/operator team